Eclipse Curtains
E-commerce website redesign case study
Transformed the website’s online shopping experience by integrating e-commerce, and innovative solution, resulting in improved purchasing processes and stronger customer loyalty and engagement.
Role
UI/UX Designer, UX Researcher
Timeline
14 weeks
Project
Academic Project
What I did
UI Design, UX Design, UX research, Prototyping , Baymard analysis.
Tools used
Figma, Miro, Baymard, PhotoShop
Link to Prototype
View Prototype
Brand overview
Eclipse Curtains is a leading provider of high-quality window treatments, offering a wide selection of curtains, blinds, and shades suited for various styles and needs. They are recognized for their commitment to innovation and functionality, crafting products that not only enhance the aesthetics of a space but also provide practical benefits like light control, noise reduction, and energy efficiency.
Problem
While Eclipse Curtains offered a wide selection of high-quality curtains, the absence of an integrated e-commerce presense hampered customer experience due to reliance on third-party retailers. This compromised their brand's ability to deliver a seamless buying experience and impacting brand visibility and online sales potential.
Existing Website Analysis
In our website usability analysis, we performed a thorough Baymard assessment to identify areas for improvement in visual design, usability, and navigation. This evaluation highlighted specific aspects that needed enhancement to elevate the overall user experience.
Baymard Score of the existing website
-22.2
Design Challenge
How might we design a user-friendly e-commerce platform for Eclipse Curtains that streamlines the buying journey, fosters brand engagement, and captures valuable customer data to drive sales and brand loyalty?
Design Outcomes
Simplified Navigation
To enhance the e-commerce experience, the navigation bar now includes Wishlist, my account, and cart options, streamlining user access to essential functionalities.
A prominent "Shop Now" CTA was placed in the hero section to drive immediate engagement.
Additionally, clear product categories have been introduced on the homepage to help users find what they need quickly and the footer now showcases diverse payment methods, ensuring a seamless and secure checkout process for all customers.
Enhanced Product Browsing
Further, a dedicated product catalog page with detailed filters was introduced, making it easier for customers to browse and find products. The product detail page was also added to provide comprehensive information about each item, including images, descriptions, and specifications.
Streamlined checkout process
I further improved the user journey by adding essential pages such as the cart, checkout, payment, order confirmation, wishlist, and my account pages. These additions ensure a seamless and intuitive shopping experience from browsing to final purchase.
Innovation: DIY Curtain Design Studio
This innovation aims to enhance customer acquisition and retention by providing a personalized and engaging shopping experience, ultimately driving increased sales and brand loyalty.
With the DIY Curtain Design Studio, customers can fully customize their curtains by selecting the type, color, and pattern that best suits their style.
Additionally, I introduced an option to upload designs of own choice, allowing users to create truly unique curtains. A dedicated customer support page has been added to assist with any inquiries or issues during the customization process.
Baymard Analysis for the redesigned website
After designing and implementing new e-commerce features for the Eclipse Curtains website, we conducted a Baymard assessment. The new score is 71.2, indicating significant improvement. We addressed issues on the Home page, Product Detail page, Cart & Checkout, and other key areas, resulting in an enhanced user experience and better overall usability.
Baymard Score of the redesigned website
72.1
User testing
To gauge the effectiveness of the implemented website design changes, we conducted user testing sessions with 8 participants. These sessions focused on three key tasks designed to assess the overall website experience.
8
Total Participants
97%
Avg. Task Completion Rate
15
Avg. Testing session
What worked?
Users found the navigation intuitive and easy to use.
The overall aesthetic of the website was appreciated for being visually appealing and engaging.
Users liked that they could change the curtain color on the product catalog page and see the transition without going to the product detail page.
The DIY Curtain Design Studio was well-received for its user-friendly interface.
The real-time preview feature was highly appreciated for visualizing the final product.
What didn’t?
In the DIY Curtain Design Studio, the lack of filters for sorting fabrics by best selling, price (high to low), etc., was noted as a drawback.
Users noted that the "Select Color" and "Select Pattern" sections lacked labels and descriptions, leading to confusion and complicating the selection process.
Users noted that the CTA on the payment page was labeled "Save & Continue" rather than "Place Order," creating uncertainty about completing their purchase.
Key Takeaways and Learnings
Implementing e-commerce solutions and new pages provided insights into how strategic enhancements can drive increased sales and improve customer retention, ultimately benefiting the business.
Working within the constraints of existing branding requirements underscored the importance of adaptability and creative problem-solving. The project demonstrated how to innovate while maintaining consistency with established brand guidelines.
© 2024 by Gayatri Valvi
